酒店体验价值与顾客忠诚度的关系研究--以广东碧水湾温泉度假酒店为例

摘要

本文旨在研究温泉度假酒店的体验价值、品牌支持及顾客忠诚度之间的关系，以广东碧水湾温泉度假酒店为研究对象，参阅前人研究成果，提出新的模型假设，验证并提出建议，采用探索性因子分析得到数据的内在因子结构，并运用结构方程模型进行验证性因子分析，验证各构面之间的相互关系。研究结果如下：①体验价值对品牌支持有显著的正向影响；②品牌支持对顾客忠诚度有显著的正向影响；③体验价值对顾客忠诚度有显著的正向影响；④品牌支持是体验价值影响顾客忠诚度的重要中介变量。%The purpose of this study is to discuss the relationship among the experience value, brand support and consumer loyalty of hot-spring resort hotel. A case study was undertaken on the GUANGDONG BISHUIWAN HOTEL. Referring to a lot of documents before, this study provides a new model, verifies it and offers some proposals. It gets the internal structure of factors through Exploratory Factor Analysis(EFA), and uses the structural equation model(SEM) to do the Confirmatory Factor Analysis. The LISREL model is used to measure the relationships between the constructs. The major findings of this research are as follows: ①The brand support is most affected by experience value. ②The consumer loyalty is most affected by brand support. ③The consumer loyalty is most affected by experience value.④Brand support is the important medium variable when the consumer loyalty is affected by the experience value.